In the best Minority Report tradition, at least one focus of the lab will be marketing. “Now that our researchers have access to the technology, it will open up the possible areas of research that can be undertaken here at Monash,” said Professor Harmen Oppewal, Department of Marketing.

There will also be opportunities for the laboratory to be used by the private sector and government for customised research projects.

“The new behavioural Laboratory will enable our researchers and students to study such areas as consumer emotions, online shopping behaviour, brand and pricing effects, group decision making and leadership and negotiation behaviour,” Professor Oppewal added. ®